About MetaMask
MetaMask is the world’s leading self-custodial Web3 wallet, enabling millions of users to interact with the decentralized internet securely and intuitively.
As MetaMask expands globally, its product suite, including payments, on/off-ramps, and the new MetaMask Card, plays a key role in driving real-world digital-asset adoption across emerging markets.
The brief
MetaMask partnered with Myosin and Ethereum Mexico to explore a new kind of regional activation: one rooted in culture, storytelling, and local creator energy.
The goal was to introduce the MetaMask Card in a way that resonated authentically with Latin American audiences, using community-driven creativity rather than traditional marketing.
The challenge: spark excitement, collect real product feedback, and validate how culturally fluent content could accelerate adoption in Mexico.
What we did
Myosin co-designed and executed Hack de Contenido, a first-of-its-kind “content hackathon” that replaced code with creativity. Instead of builders writing smart contracts, we brought together creators, marketers, and community voices from across Latin America to craft stories around the MetaMask Card. The initiative launched during Stablecoin Conference Week, tapping into a moment when leading stablecoin teams, L1s, and institutions were already on the ground in CDMX.
We anchored the week around two flagship activations: the hybrid content hackathon and Builders Day, co-hosted with Ethereum Mexico and Geode Works. Builders Day introduced the MetaMask card to 30+ IRL attendees and 60+ RSVPs, generating early sign-ups and sparking conversations around real-world use cases like remittances, spending, and stablecoin accessibility.
Across five days of programming, participants produced videos, memes, explainer content, and product strategies grounded in Mexican culture and humor. A panel of five judges selected four standout creators whose work demonstrated clarity, creativity, and strong product alignment. The activation culminated with a VIP Hot Air Balloon experience over Teotihuacán, a celebration of culture, community, and shared growth.
Beyond the event itself, we gathered extensive product insights, validated the demand for culturally localized storytelling, and laid the foundation for a growing LATAM creator and ambassador network.
This experiment proved that culture moves faster than code, and that for MetaMask, creator-driven narratives can meaningfully accelerate adoption.
